Coke’s Essence

Great article on Coke’s Design head David Butler in Fast Company that I read today. Talks about the realization that “As life gets visually noisier, brands that dial back to their core essence stand out by contrast” such as Apple, Google, and Nike. The Coke design approach was based on a brief that was “..about bringing a simplicity to the language, about the bold use of the iconic bottle, a flat red, and a flat script… . Core brands need a timeless quality” Speaks to IQ’s mission “Complex made Simple”.

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